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海尔沙特发布2026战略规划

福禄装修家居
2026-01-21 11:36

Haier's Strategic Success in Saudi Arabia: A Focus on Globalization and Premiumization Haier's Dealer Summit and 2026 Strategic Launch in Saudi Arabia

On January 12th, Haier successfully held a dealer summit and strategic launch for 2026 in Saudi Arabia. The event not only reviewed the performance results of 2025 but also clearly defined the core development direction for 2026: to continue to adhere to the globalization and premiumization strategies, and strive to become the most recognized and leading smart home brand in the Saudi market.

The firm implementation of the dual strategies has delivered impressive results for Haier Smart Home in the Saudi market: In 2025, Haier's annual sales revenue in Saudi Arabia increased by 39%, outpacing the industry's growth rate. This achievement is not a coincidence of a single product or marketing action, but the inevitable result of the synergy of 10 major capabilities including sales, marketing, service, logistics, procurement, and research and development, which has laid a solid foundation for Haier's globalization layout and premiumization in Saudi Arabia.

Deep Local R&D and Focusing on Premium Scenarios

The implementation of premiumization begins with precise insight into local needs. The Saudi region experiences high temperatures and frequent sandstorms throughout the year, which place extremely high requirements on the stability and practicality of home appliances. Focusing on local pain points, Haier has deeply researched and developed highly adaptable UVC variable frequency air conditioners. This product not only operates stably under extreme temperatures of 68°C but also provides clean and safe "healthy air" to users with core technologies such as UVC sterilization, external machine reverse dust removal, and self-cleaning. In the commercial field, Haier's full series of commercial air conditioners have passed the strict SASO B-level certification in Saudi Arabia. Whether it's the Wi-Fi-enabled, remotely controllable duct machine, the easy-to-install high静压 model, or the long-distance air delivery cabinet unit, they can accurately match the premium needs of different scenarios such as office buildings and shopping malls.

Full Product Integration to Build a Premium Life Ecosystem

Haier's commitment to premiumization is not limited to the functional upgrade of a single product but is dedicated to creating a complete premium life solution through the integration of various product categories. The washing machine is equipped with a premium direct-drive motor, operates quietly and stably, and has a "Long Robe Care" program designed specifically for Saudi traditional clothing culture. The refrigerator is equipped with HCS humidity control and preservation and T-ABT antibacterial deodorization technology, effectively extending the shelf life of food, and protecting dietary health. The television adopts Mini-LED premium display technology and Dolby sound, creating an immersive audio-visual experience. These products work together to build a premium life scene covering clothing, food, accommodation, and entertainment for Saudi users.

Sports Marketing Empowerment to Make Premium Value Knowable and Feelable

The shaping of a premium brand image is inseparable from in-depth communication and real perception with users. For this reason, Haier has partnered with the Riyadh Al-Hilal Club to create an immersive FanZone event next to the stadium, bringing the premium home appliance scene into the bustling sports social scene, allowing users to experience the clean air supply of the air conditioner and the preservation power of the refrigerator with their own hands. This "experiential communication" not only allows users to truly understand Haier's premium value but also brings the brand closer to local users emotionally.

In the future, Haier will continue to adhere to the globalization and premiumization strategies, focusing on users and scenarios, and continuously promote product innovation and scene construction to consolidate its leading position in the premium market in Saudi Arabia and the Middle East region.